Martin & Martin is a well-established player in the local pet food market, producing a range of products under popular brands such as Husky, Pamper, Beeno, and Bob Martin.
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Food producer RCL Foods has taken a major step to expand its footprint in the fast-growing pet care industry, announcing a R695 million deal to acquire Martin & Martin from Simrose Overseas S.A.
The binding agreement, announced on Tuesday, marks a significant strategic shift for RCL Foods, which has historically focused on dry pet food products. The acquisition will enable the group to enter new, high-growth segments including wet pet food, treats, biscuits, and broader pet care products.
The transaction remains subject to regulatory approvals, including clearance from competition authorities, before it can be finalised.
Martin & Martin is a well-established player in the local pet food market, producing a range of products under popular brands such as Husky, Pamper, Beeno, and Bob Martin. The company’s portfolio complements RCL Foods’ existing offering and provides immediate access to categories where the group has had limited exposure.
The deal comes at a time when the global and local pet care markets are experiencing rapid growth, driven by changing consumer behaviour. Increasingly, pet owners are treating animals as part of the family—a trend often referred to as the “humanisation of pets.”
This shift has led to rising demand for higher-quality, value-added products aimed at improving pets’ health and longevity.
RCL Foods CEO Paul Cruickshank said the acquisition aligns with the group’s long-term growth strategy and its ambition to strengthen its branded product portfolio.
“This acquisition represents an exciting opportunity to broaden our participation in the pet food category and accelerate our presence in high-growth segments where we currently have limited exposure,” Cruickshank said.
“By bringing together the complementary capabilities of RCL Foods and Martin & Martin, we are positioning ourselves to deliver greater innovation, relevance and value to customers, while building a stronger, more sustainable pet food portfolio for the future.”
For RCL Foods, the move signals a deliberate push into value-added categories, which typically offer higher margins and stronger brand loyalty compared to commodity-based food products.
Expanding in the pet care sector also provides diversification benefits, reducing reliance on traditional food segments that are often more vulnerable to economic cycles and input cost volatility.
Martin & Martin has welcomed the deal, describing it as a milestone that will unlock new growth opportunities for the business and its employees.
Managing director Brendan Hayes said the partnership would enable the company to scale its operations and expand its product offering.
“Joining forces with RCL Foods would mark a significant milestone in Martin & Martin’s journey,” Hayes said. “We are excited about the strong synergies this partnership would bring, enabling us to serve the market with a broader range of innovative products.”
He added that access to RCL Foods’ resources and expertise would support innovation and operational growth. “Our team would have greater opportunities to grow, innovate, and thrive within a larger, more diversified group.”
Importantly, both companies emphasised that the acquisition is not expected to result in job losses. Martin & Martin will continue operating from its existing facilities, ensuring continuity for employees and stability in its operations.
RCL Foods has also indicated that it plans to build on Martin & Martin’s manufacturing base, leveraging its own operational capabilities and centralised services to support long-term growth in the pet care category.
The deal underscores a broader trend in the food industry, where companies are increasingly looking beyond traditional categories to capture new growth opportunities.
With pet ownership rising and consumers spending more on premium pet products, the sector has become an attractive target for investment.
If approved, the acquisition will position RCL Foods as a more diversified player in the pet care market, with an expanded product range and stronger brand portfolio.
As competition intensifies and consumer preferences evolve, the success of the deal will likely hinge on how effectively the group integrates Martin & Martin’s capabilities and capitalises on shifting trends in pet ownership.